Power Wine poured in a glass. - photos by Noel Thompson

WESTERN BUREAU:

Jamaica, it's here - the new roots drink, Power Wine, is now available in stores in Montego Bay, St James.

Manufacturers of the product, Caribbean Producers of Jamaica (CPJ) say they are on a campaign to conquer the west and then they'll take on the rest, according to Tom Tyler, co-chairman of the company.

The product was officially launched at CPJ's headquarters in the Montego Freeport recently. Scores of people were in attendance. The event took on the format of an all-inclusive party, which allowed patrons to purchase a meal and a bottle of Power Wine for a mere J$100.

Disc jockeys Trophy Sniper and DJ Kentucky kept the crowd on its feet, as they took turns to spin the turntables of the Mighty Gideon sound system out of Trelawny. And partygoers had a whale of a time as they blended Power Wine and Red Bull for a wicked concoction.

A silent creeper

Power Wine is fermented in Guyana specifically for CPJ and includes rice wine extract, Siberian ginseng, horny goat weed, with 20 per cent alcohol - higher than even its closest competitor. It has a nice aroma that will tempt the tastebuds of even a very discriminating drinker. In fact, persons who don't normally drink may also be tempted to taste Power Wine on the rocks.

But you've got to be careful because the taste can be quite deceptive and before you know it, Power Wine will creep up on you.

"Power Wine is our first proprietary product. We import all types of international brands, but this is the first home-grown product that we will be marketing. We are going to become the best in the west, then we are going to the east," Tyler said. "It's going to rock Jamaica. When you blend it with Red Bull, it makes it even better. We are out to have some fun with this one," Tyler said.

Power Wine was conceptualised by Tyler and business partner Mark Hart. With CPJ being only 15 years old, Tyler says they are ready for the competition. Asked what makes the product different, Tyler said: "Our wine is fermented differently from those that contain musk, so it is smoother than our competitors' and we are going to sell it on taste."

Ingrid Samuels, sales manager at Caribbean Producers Jamaica (CPJ), pours a drink of Power Wine, CPJ's first proprietary brand.